W & K's Heineken Rugby World Cup spot

The print has gone live in a large Out of Home campaign in host nation New Zealand, and will also be deployed in other rugby markets and be featured in the tournament match programs.

"Heineken This is the Game
Premium international beer brand Heineken® has released a new above-the-line campaign showcasing their sponsorship of Rugby World Cup 2011 in New Zealand.

‘This is the Game’, created with advertising agency Wieden+Kennedy Amsterdam, focuses on the unwritten Code of values implicit in rugby union on and off the pitch, such as sportsmanship and respect, and promotes Heineken as the worldwide partner and official beer of the international tournament."

The print has gone live in a large Out of Home campaign in host nation New Zealand, and will also be deployed in other rugby markets and be featured in the tournament match programs.

http://www.youtube.com/watch?v=mNdajfygU1w